SOURCE: Heineken USA

June 24, 2008 10:47 ET

Heineken Announces All-Star Lineup for the Return of Heineken Red Star Soul Featuring Ashanti, Keyshia Cole and Raheem DeVaughn

Grammy-Nominated Artists Musiq Soulchild, Chrisette Michelle and Dwele Also Scheduled to Perform During Heineken Red Star Soul

WHITE PLAINS, NY--(Marketwire - June 24, 2008) - Heineken USA announced today the star-studded artist lineup for the Heineken Red Star Soul concert series, scheduled to kick-off August 6 at BOULEVARD3 in Los Angeles with performances by Ashanti and Goapele. Following the launch, Heineken Red Star Soul will continue throughout the fall and feature Grammy-nominees Raheem DeVaughn, Chrisette Michelle and Dwele as well as Lyfe Jennings, Bilal and Musiq Soulchild.

"Heineken Red Star Soul was created to celebrate soul music, shine a spotlight on emerging artists and showcase prolific performers in soul and R&B music," said Shane Hoyne, Heineken Senior Brand Director, Heineken USA. "We're excited to welcome soul music superstars like Keyshia Cole and Musiq Soulchild to the Heineken Red Star Soul stage and look forward to also bringing new and promising artists to our consumers."

Following the Los Angeles launch, Heineken Red Star Soul will bring memorable music events and concerts to select cities nationwide. Scheduled locations, dates and artist lineup (subject to change) include:

--  Dallas, Gilley's, 8/13 - Raheem DeVaughn and Bryan-Michael Cox
--  Atlanta, Opera, 8/20 - Lyfe Jennings and Bryan-Michael Cox
--  Chicago, House of Blues, 8/27 - Dwele and Chrisette Michelle
--  Detroit, Fillmore (formerly State Theater), 9/4 - Dwele and Estelle
--  Cleveland, House of Blues, 9/10 - Lyfe Jennings and Bilal
--  Washington, D.C., Ibiza, 9/17 - Raheem DeVaughn and Chrisette Michelle
--  Philadelphia, World Café Live, 9/24 - Musiq Soulchild and Estelle
--  New York, Mansion, 10/1 - Keyshia Cole and Raheem DeVaughn
    

Heineken Independent Achiever Award

Five of the leading voices in soul music convened Monday afternoon in Los Angeles to select the recipients of the 2008 Heineken Independent Achiever Award. The award, which will be presented at each Heineken Red Star Soul concert event, recognizes in each of nine recipients the virtues of hustle, integrity and drive while serving as an inspiration to others through their work in music.

The selection committee is comprised of President of Motown Records Sylvia Rhone, music industry veteran and neo-soul pioneer Kedar Massenburg, five-time Grammy-winning producer and songwriter Bryan-Michael Cox, lifestyle specialist Kenny Burns and founder of Atlanta's FunkJazz Kafe and past recipient Jason Orr.

In 2007, Heineken tapped leading voices in soul and R&B music to serve as the selection committee for the Heineken Independent Achiever Award. Past recipients of the Heineken Independent Achiever Award include the late J. Dilla and Gerald Levert, New York icon Ralph McDaniels, Philadelphia's DJ Jazzy Jeff, DeVaughn and Chicago super-producer No I.D. This year, Heineken welcomed back Cox, Burns and Orr to the Selection Committee while inviting icons Kedar Massenburg and Sylvia Rhone to the table for the selection committee deliberation.

"I'm honored to be part of the Heineken Red Star Soul selection committee because I know all these amazing people are dedicated to opening doors for up-and-coming soul artists who don't always get the exposure and support they deserve," said Cox.

Selection Committee

--  Kedar Massenburg:  Known for guiding the careers of Erykah Badu,
    D'Angelo and Robin Thicke, Kedar is considered by many to be the founding
    father of the "neo-soul" movement.
--  Sylvia Rhone:  President of Motown Records and established executive
    who has touched the careers of the music industry's most widely-respected
    stars from the past thirty years including Yolanda Adams, En Vogue, the
    late Gerald Levert and Missy Elliott among others.
--  Bryan-Michael Cox:  Recipient of five GRAMMY Awards as a songwriter
    and producer, Cox has co-written and co-produced singles including Mariah
    Carey's "Shake It Off"; Tamia's "Still"; Fantasia's "Only One U"; Mary J.
    Blige's "Be Without You"; and Usher's "Confessions, Pt. 2."  He is also
    breaking out as an artist and Heineken, continuing a tradition of
    supporting emerging artists, will feature Cox as a performer during
    Heineken Red Star Soul.
--  Kenny Burns:  Kenny has served as host of Heineken Red Star Soul for
    the past three years while also serving the same role on BET's hit show,
    "Black Poker Stars Invitational." Co-founder of men's clothing company
    RyanKenny and former vice president at Def Jam, Kenny brings a wide range
    of experience and expertise to the deliberation.
--  Jason Orr:  Founder of Atlanta's FunkJazz Kafe and 2006 recipient of
    the Heineken Independent Achiever Award.
    

"We're thrilled to have the leading voices in the music industry working together to identify individuals working hard to get the best out of themselves and inspire others to succeed," added Hoyne. "Heineken has a passion for music and for celebrating both on-stage and behind the scenes success. Through the distinguished selection committee, we are able to recognize truly deserving individuals working in music."

About Heineken's Support of Music

Heineken Red Star Soul is a proprietary event demonstrating Heineken's continued commitment to bringing consumers innovative and electrifying musical experiences. In addition to Heineken Red Star Soul and the Heineken Independent Achiever Award, the brand recently announced a two-year sponsorship agreement with the legendary Apollo Theater and the creation of the Heineken New Legends Concert Series. The series, which kicked off in February with two performances by Philadelphia collective The Roots, will serve as a new cornerstone of the theater's annual performance schedule. For years, Heineken has also been involved with Premiere Latin music events, artists and causes including the Billboard Latin Music Conference and Awards, the Latin Grammy Awards, Coachella and Street Scene.

For more information about Heineken Red Star Soul concert dates, locations and performance lineups, as well as information about the Heineken Independent Achiever Award, selection committee members and each recipient, log on to www.heinekenredstarsoul.com.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

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